Becel is a brand of
margarine
Margarine (, also , ) is a Spread (food), spread used for flavoring, baking, and cooking. It is most often used as a substitute for butter. Although originally made from animal fats, most margarine consumed today is made from vegetable oil. The ...
produced by
Dutch
Dutch or Nederlands commonly refers to:
* Something of, from, or related to the Netherlands
** Dutch people as an ethnic group ()
** Dutch nationality law, history and regulations of Dutch citizenship ()
** Dutch language ()
* In specific terms, i ...
company
Flora Food Group
Flora Food Group B.V. is a Dutch food company owning multiple brands of margarine, food spreads, and plant-based foods, including Flora and Blue Band. It states that it is the largest plant-based consumer packaged goods company in the world, ...
. In
France
France, officially the French Republic, is a country located primarily in Western Europe. Overseas France, Its overseas regions and territories include French Guiana in South America, Saint Pierre and Miquelon in the Atlantic Ocean#North Atlan ...
, it is sold as Fruit D'or, and in the
United States
The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
as Promise.
Name
The name ''Becel'' originates from the initials BCL (Blood
Cholesterol
Cholesterol is the principal sterol of all higher animals, distributed in body Tissue (biology), tissues, especially the brain and spinal cord, and in Animal fat, animal fats and oils.
Cholesterol is biosynthesis, biosynthesized by all anima ...
-Lowering). When introduced, the makers of Becel claimed to achieve a blood cholesterol-lowering effect by modifying the
triacylglycerol
A triglyceride (from ''tri-'' and '' glyceride''; also TG, triacylglycerol, TAG, or triacylglyceride) is an ester derived from glycerol and three fatty acids.
Triglycerides are the main constituents of body fat in humans and other vertebrates as ...
(TAG) profile of the
fat
In nutrition science, nutrition, biology, and chemistry, fat usually means any ester of fatty acids, or a mixture of such chemical compound, compounds, most commonly those that occur in living beings or in food.
The term often refers specif ...
used in the
margarine
Margarine (, also , ) is a Spread (food), spread used for flavoring, baking, and cooking. It is most often used as a substitute for butter. Although originally made from animal fats, most margarine consumed today is made from vegetable oil. The ...
under the idea that an increased level of
polyunsaturated fatty acids
In biochemistry and nutrition, a polyunsaturated fat is a fat that contains a polyunsaturated fatty acid (abbreviated PUFA), which is a subclass of fatty acid characterized by a backbone with two or more carbon–carbon double bonds.
Some polyunsa ...
(PUFA) reduces the
blood
Blood is a body fluid in the circulatory system of humans and other vertebrates that delivers necessary substances such as nutrients and oxygen to the cells, and transports metabolic waste products away from those same cells.
Blood is com ...
cholesterol
Cholesterol is the principal sterol of all higher animals, distributed in body Tissue (biology), tissues, especially the brain and spinal cord, and in Animal fat, animal fats and oils.
Cholesterol is biosynthesis, biosynthesized by all anima ...
level.
"Pro-active" brand
More recently, products were introduced under the "Pro-active" sub-brand. Consumption of Becel products does not lower the risk for coronary diseases, such as
arteriosclerosis
Arteriosclerosis, literally meaning "hardening of the arteries", is an umbrella term for a vascular disorder characterized by abnormal thickening, hardening, and loss of elasticity of the walls of arteries; this process gradually restricts th ...
, and therefore does not provide any medical benefits.
In light of supporting evidence from various clinical trials, Becel Pro-Activ gained the European Food Safety Authority’s (
EFSA
The European Food Safety Authority (EFSA) is the agency of the European Union (EU) that provides independent scientific advice and communicates on existing and emerging risks associated with the food chain. EFSA was established in February 2002 ...
) approval for its claim to reduce cholesterol levels. It does not reduce the risk of
heart disease
Cardiovascular disease (CVD) is any disease involving the heart or blood vessels. CVDs constitute a class of diseases that includes: coronary artery diseases (e.g. angina pectoris, angina, myocardial infarction, heart attack), heart failure, ...
and is not claimed to do so by Upfield, although many consumers believe it does.
2010 Academy Awards controversy
In 2009, Becel commissioned
Sarah Polley
Sarah Ellen Polley (born January 8, 1979) is a Canadian filmmaker, writer, political activist and actress.Howell, Peter (September 24, 199"Nobody's Starlet: Toronto's Sarah Polley is Only 20 but already a veteran actor so secure in her craft s ...
to direct a two-minute short "to inspire women to take better care of that particular vital organ"
he heart A week before the short's planned premiere in Canada, a commercial break during the
CTV broadcast of the
82nd Academy Awards
The 82nd Academy Awards ceremony, presented by the Academy of Motion Picture Arts and Sciences (AMPAS), honored the best films of 2009 and took place on March 7, 2010, at the Kodak Theatre in Hollywood, Los Angeles, beginning at 5:30 p.m. ...
aired, and Polley attracted headlines for taking her name off the film. Polley had understood that the film, titled "The Heart", would be used to promote the
Heart and Stroke Foundation of Canada
The Heart and Stroke Foundation of Canada is a Canadian charity dedicated to advocacy, education, and the funding of research surrounding heart disease and stroke.
Nomenclature
In November 2016, the organization re-branded as Heart & Stroke a ...
, but was unhappy with the association with Becel. "Regretfully, I am forced to remove my name from the film and disassociate myself from it. I have never actively promoted any corporate brand and cannot do so now."
See also
*
Flora (spread)
Flora is a brand of spread produced by Flora Food Group (except in southern Africa where it is produced by Siqalo Foods, a subsidiary of Remgro). The original manufacturer Unilever came up with the brand after being asked by medical professiona ...
References
{{Upfield
Former Unilever brands
Flora Food Group brands
Margarine brands